The UK poultry industry is in ‘firefighting’ mode and risks losing its strategic footing if it fails to look to the horizon.
That was the blunt message from speakers at the NFU Poultry Subcommittee at the NFU conference, where a packed audience heard that while the sector remains commercially strong, constant battles over disease, planning, trade and welfare pressures are limiting long-term progress.
The core theme was clear. Poultry continues to provide affordable, nutritious and sustainable protein, but the industry has little breathing room.
From bird flu to policy discussions to rising input costs, producers are operating in a near-permanent state of crisis management.
Speakers suggested that resilience no longer just means surviving shocks. It’s about securing investment, protecting standards and shaping public perception before other companies do so in the sector.
The tension was most evident in the heated exchanges regarding the Lion Plan and marketing investments.
One producer questioned whether enough was being done to extend Lionmark’s influence into the processing sector, noting that imported eggs continued to be used in some food production.
Annual marketing spend was said to be around £1.5 million, which was claimed to be a small proportion of Farmgate’s overall profits and modest by mainstream brand standards.
The session was chaired by NFU Poultry Principal Adviser Amy Mahoney and was attended by Nick Allen from the British Egg Industry Council, Elle Brown from APHA, Will Roe, Chair of the NFU Poultry Committee, and Basse Steenberg, AVEC Executive Director.
Coach Nick Allen defended his long-term strategy, stressing that the goal is to make steady reinforcements rather than short-term reinforcements.
He said consumer awareness of the Lion Mark has remained consistently high for more than a decade, and the stability reflects continued investment.
However, he acknowledged that maintaining competitiveness and visibility in processing remains a priority.
The discussion then turned to NGO pressure.
James Baxter, from the British Free-Range Egg Producers Association (BFREPA), spoke openly about the ongoing friction with the RSPCA and RSPCA Assured, suggesting engagement could be difficult and the industry needed to avoid operating on the defensive.
He indicated that he and his colleagues were due to meet with the RSPCA chief executive later this week, and in a poignant moment invited Mr Basse Steenberg to attend in his place.
Mr Steenberg called for a pragmatic approach and encouraged producers to identify common ground with NGOs, particularly regarding import standards.
He argued that transparency and proactive communication are essential, warning that if the industry doesn’t tell its own story, other industries will define it.
Planning constraints emerged as another structural barrier.
Producers described delays in obtaining permits for new sheds and expansions, and said investments were awaiting a more viable system.
Will Rowe confirmed the issue had been raised repeatedly among ministers and warned that uncertainty risked slowing growth in the market’s strong performing sectors.
Regarding avian influenza, Elle Brown acknowledged that the disease framework may need to evolve as outbreak patterns change.
Although surveillance and biosecurity remain central, infectious disease management is shaped not only by biology but also by human behavior, she said.
The session highlighted the international excellence of the poultry industry in terms of standards and productivity.
But speakers warned that commercial power alone is not enough.
Long-term success depends on fair terms of trade, protection from low-welfare imports, a planning system that enables investment, and the confidence to shape public debate.
Even though the session promised a horizon scan, it also exposed the crowded skyline.
The risk is not that the poultry sector lacks resilience, but that constant crisis management leaves too little time to decide where to go next.
